“Billy, pay attention!” That was your first listening lesson.
Probably delivered when you were too young to pay attention.
Fast forward 20 something years (or more) and you’re STILL not listening.

Your customer is telling you he or she is somewhere between “interested” and “ready” in your sales conversation, and you’re pressing to “overcome” some bogus objection because your focus is on “making the sale” rather than “helping the customer buy.”

Last week I kicked off the 3-part “Buying Signals” lesson. Here is part two. All parts have one thing in common – you must be LISTENING in order to get the signals, and you must be ready to respond once you hear them.

Here’s more of the 21.5 buying signals:

5. Asking positive questions about you or your business. You may not take them as positive, but they are. “How long have you been with the company?” is asking about you as a salesperson. Will you be here to serve me AFTER the sale. “How long has your company been in business?” They want to know about security, safety, and lower risk.

6. Wanting something repeated. “What was it that you said before about financing?” “Tell me about that again.” If prospects want to know about it again, that means there is an interest. A buying interest. If you tell them about it again, then you ask them if they want to place the order now, or if they want to hear more stuff again.

7. Statements about problems with previous vendors. That is huge! When prospects ask, “How long does it take to respond to a service call?” that indicates they have a service problem. Perfect time for you to ask, “Has service been problem?” “Tell me about it.” “What do type of service do you need?” “What kind of response do you need?” “So what you’re saying is, if our service is there for you when you need it we might be the best choice for you?” What you are doing here is asking for the sale, and not giving them any reason or opportunity for the prospect to say no! This type of question is a huge buying signal… you just need to be aware of it, and be prepared to answer it before you walk in the door.

8. Questions about features or options. “What will it do?” “What will you do?” “Is this standard or optional?” “Is this my best option?” “Does this model come with that?” “Is this standard?” “Do I have to pay extra for this?” What these types of questions mean is that the customer is trying to picture ownership with your stuff attached to it. Your job is to recognize the signal, and be reassuring and prepared to confirm the prospect’s choice.

9. Questions about productivity. Productivity is a little bit more subtle. They may ask questions like: (I will use a copy machine as an example because everyone uses one), “How many copies a day can it make?” “How often will it break down?” “Will it be easy for my employees to use?” “What is your service response time?” Price plus productivity equals cost. Productivity is a key ingredient in your differentiation. And your job as a salesperson is to get them from “price” to “cost.” Sometimes it may be a price issue, when it is really a cost issue. Your job is to get them to cost. HINT: you never want to be the lowest price.

10. Questions about quality, guarantee, or warranty. “How long is this under warranty?” “How long will this last?” What the customer is saying to you is: I want to own this, but I want more reassurance.

11. Questions about qualifications. “Now qualifications” take 3 different paths: One is your qualifications. The second is your company’s qualifications. The third is your product’s qualifications. ASK YOURSELF: Can all your people answer all customer’s questions on the phone? Can I call you directly if I had a problem? Do you have a special help desk? All of these things relate to some form of ownership in the prospects mind.

12. Specific positive questions about the company. “What other products do you carry?” “How long have you been making this one?” “What happened to the last model?” “Do you have a new model coming out shortly?” Major Clue: Answer all questions briefly and immediately. Don’t whip out the catalog or a bunch of slides. Instead, say, “Mr. Jones, let me take you on a brief virtual tour of our factory or warehouse. Let me show you some of our other products and how they can help you.”

13. Specific products or service questions. “How does the manual feed operate?” “Do you select the trainer or do I?” Make certain that your customer feels totally at ease about all elements of purchase and operation, including the equipment and the operation of your business. Put them at ease, but also ask for the sale.

More signals? Oh yeah! The rest of the 21.5 buying signals will be right here next week. Stay tuned!…

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

Share this entry

https://i0.wp.com/www.strategydriven.com/wp-content/uploads/JeffreyGitomer.jpg?fit=156%2C218&ssl=1218156StrategyDrivenhttps://www.strategydriven.com/wp-content/uploads/SDELogo5-300x70-300x70.pngStrategyDriven2016-06-27 11:00:212016-06-12 07:08:50Your prospect will signal you when they’re ready to buy.

FREE Organizational Performance Measures eBook

Performance Improvement How To Books

Discovering Business Gold gathers into one place all of the information needed to perform the self-critical, objective performance assessments needed to achieve next-level success. The culmination of decades of assessment insights, the methods presented in Discovering Business Gold led to the identification of over $200 million in performance improvement opportunities in 2014 alone.

The culmination of decades of practical experience, Panning for Business Gold gathers into one place all of the information needed to perform the self-critical, objective observations needed to achieve next-level success.

Sevian Business Programs

StrategyDriven's line of Sevian Business Programs represents fully developed, immediately implementable, best practice programs based on our decades of business management and operations experience. Leaders implementing these programs gain access to the aggregate experience of dozens of leading companies without incurring the high costs of benchmarking, research, and development.

Cookie and Privacy Settings

How we use cookies

We may request cookies to be set on your device. We use cookies to let us know when you visit our websites, how you interact with us, to enrich your user experience, and to customize your relationship with our website.

Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.

Essential Website Cookies

These cookies are strictly necessary to provide you with services available through our website and to use some of its features.

Because these cookies are strictly necessary to deliver the website, you cannot refuse them without impacting how our site functions. You can block or delete them by changing your browser settings and force blocking all cookies on this website.

Google Analytics Cookies

These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.

If you do not want that we track your visist to our site you can disable tracking in your browser here:

Click to enable/disable google analytics tracking.

Other external services

We also use different external services like Google Webfonts, Google Maps and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.

Google Webfont Settings:

Click to enable/disable google webfonts.

Google Map Settings:

Click to enable/disable google maps.

Vimeo and Youtube video embeds:

Click to enable/disable video embeds.

Privacy Policy

You can read about our cookies and privacy settings in detail on our Privacy Policy Page.